Grant's Whisky

Agency: LFH Brand Identity Consultants Ltd
Client: William Grant & Sons
Category: Packaging, Branded - Drink

Executive summary

In 2006, Grant's was the fourth largest global blended whisky brand which, although supported by an active marketing campaign, suffered from lack of direction.

The brief was to transform the brand into a credible 'Scotch whisky brand' with a distinctive and compelling personality, making it an active choice for consumers.

Our response enabled Grant's to attract new consumers in exciting growth markets without alienating consumers in mature markets. The new design has increased quality perceptions and created clear differentiation across the range.

Launched in March 2007, by 2010 the brand had met all targets set and achieved a +16% increase in sales, compared to 2006, whilst the global market only managed a 2% increase in the same period. The extra sales earned was equivalent to £290 million (US$464 million).